Netflix is teaming up with Walmart to sell Squid Game, Stranger Things, and other original series merchandise

Netflix has launched a new online marketplace in partnership with retail giant Walmart. The store will feature toys, apparel, games, books, and other merchandise from hit Netflix original series like Squid Game, Stranger Things, The Witcher, and more. In addition to new products, Walmart’s Netflix hub will soon provide exclusive experiences for fans to engage with popular shows, such as letting visitors vote on what merchandise they’d like to see next. The store can be found at walmart.com/netflix.

Zoom Out: The deal is part of Netflix’s broader strategy to develop new revenue streams aside from its core subscription business model and market its content beyond the streaming platform. While several stores already carry merchandise from Netflix shows (Netflix even has an online store of its own at netflix.shop), the deal marks the first time Netflix has collaborated with a national retailer.